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An engaging, introductory textbook designed to help students develop an understanding of the basic principles of marketing and how they can be applied in practical settings to create superior value for customers.

Like Brassington’s Principles of Marketing, this ‘essentials’ text brings together theory and practice. It covers a wide range of applications, industries and markets, exploring the way marketers must respond to those situations that demand an innovative response.

Essentials of Marketing Research delivers a concise, up-to-date review of a broad variety of marketing research topics. Its application-oriented approach equips students with tools and skills necessary to solve business problems and maximize opportunities.